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BLOGRES 2007

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This is the presentation I made at BLOGRES 2007 in Ljubljana, Slovenia.

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BLOGRES 2007

  1. 1. Blogging as a business opportunity (or as a ticket to a better life...) Nicolas Fermont
  2. 2. The long Tail <ul><li>Democratize the tools of production </li></ul>Popularity Media Source: The Long Tail, Chris Anderson More stuff, which lengt h ens the Tail
  3. 3. The long Tail <ul><li>Democratize the tools of distribution </li></ul>Popularity Media Source: The Long Tail, Chris Anderson More access to niches, which flattens the Tail
  4. 4. Online attention and opportunities <ul><li>Eyes are turning away from TV screens, magazines and newspapers to the daily content produced by bloggers </li></ul><ul><li>Blogs are gaining authority over mainstream media </li></ul><ul><li>Blogs have specific subjects with specific audiences </li></ul>Popularity Media Source: The Long Tail, Chris Anderson
  5. 5. B rand s are changing the way they communicate with people in this whole new advertising age Show the movie “The Break up” from www.bringtheloveback.com
  6. 6. B rand s are changing the way they communicate with people in this whole new advertising age <ul><li>To reconnect with their consumers, brands have to rethink their marketing strategies and drive them from hits to niches </li></ul><ul><li>Advertisers are investing into blog advertising because it is highly targeted , effective and entirely measurable </li></ul>Popularity Media Source: The Long Tail, Chris Anderson
  7. 7. Winning your ticket to a better life or solving the content = traffic = income equation <ul><li>The tools are available </li></ul><ul><li>There is an audience </li></ul><ul><li>And there is a business model (or at least quick bucks to be made) </li></ul>
  8. 8. Walk the walk : Become a successful blogger <ul><li>Choose the right topic </li></ul><ul><ul><li>With little or none existing competition </li></ul></ul><ul><ul><li>For which you have interest , and can show expertise on </li></ul></ul><ul><li>Choose the right name (and tagline) </li></ul><ul><ul><li>Think search engine results </li></ul></ul><ul><li>Choose a platform for growth </li></ul><ul><ul><li>Hosted blogging service vs. Installed service application </li></ul></ul>
  9. 9. Walk the walk : Become a successful blogger <ul><li>Do it right! </li></ul><ul><ul><li>Keep it simple and focused </li></ul></ul><ul><ul><li>Demonstrate passion </li></ul></ul><ul><ul><li>Show our authority </li></ul></ul><ul><ul><li>Be consistent </li></ul></ul><ul><ul><li>Don’t be insular, be linky </li></ul></ul><ul><ul><li>Know your audience </li></ul></ul><ul><ul><li>Produce the content that people love </li></ul></ul><ul><ul><li>Add comments (blogging is about starting conversations) </li></ul></ul><ul><ul><li>Get smarter by listening to what people tell you </li></ul></ul>
  10. 10. Talk the talk: Profit from your blog <ul><li>Profit from your traffic </li></ul><ul><ul><li>Sell advertising space </li></ul></ul><ul><ul><li>Find private sponsors </li></ul></ul><ul><ul><li>Participe in affiliate programs </li></ul></ul><ul><ul><li>Sell merchandise with the blog’s brand </li></ul></ul><ul><ul><li>Solicite donations from our readers </li></ul></ul>Resorts Travel Agencies
  11. 11. Talk the talk: Profit from your blog <ul><li>Profit from your influence </li></ul><ul><ul><li>Blogs are long tail filters and tastemakers : bloggers act as guides when they post about what they like or dislike </li></ul></ul><ul><ul><li>Ex. The Renault Twingo concept launch in Paris </li></ul></ul>Urban lifestyle Fubiz Manu Foissotte Spreading the word Interactive Marketing La Gazette Gregory Pouy Young feisty people NRJ radio blog Manu Foissotte Design & Trendsetters Emery Technology & gadgets Fubiz
  12. 12. Manu Foissotte is prime-time host on radio NRJ ( n° 1 music radio in France for young people). Case study: the new Renault Twingo 1. From hits to niches
  13. 13. Manu Foissotte posted both on his own blog but also on the official NRJ blog. Case study: the new Renault Twingo 1. From hits to niches
  14. 14. Blog dedicated to urban lifestyle, technology and design. TOP 200 influent blogs in France (n°43) Case study: the new Renault Twingo 1. From hits to niches
  15. 15. Blog focusing on interactive marketing. TOP 200 influent blogs in France (n°105) Case study: the new Renault Twingo 1. From hits to niches
  16. 16. Blog talking about marketing actions and communication. TOP 200 influent blogs in France (n°172) Case study: the new Renault Twingo 1. From hits to niches
  17. 17. Buzzer, trendsetter and tastemaker. TOP 200 influent blogs in France (n° 23 ) Case study: the new Renault Twingo 1. From hits to niches
  18. 18. HVALA!

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